The article describes the nature of competitive wholesale power market. As the problem of launching the power market in Russia has long been under discussion, the author makes comprehensive analysis of the existing opportunities as well as the administrative and economic preconditions for its creating, taking into account its social and economic importance. Special attention is given to the analysis of the future market members' structure. The guidelines and principles of establishing wholesale generating companies are examined, since in the initial stage of power sector reform in Russia they are likely to be the main subjects of competitive power market.